I was recently introduced to Beautycounter, a line of all-natural skin care products ranging from makeup, cleaners and moisturizers to baby soothing oil and sunscreen for kids. The company is part of a growing movement to keep toxic chemicals out of our bodies.
There is some debate surrounding the topic of health safety and skincare, especially when it comes to certain ingredients: parabens and phthalates. I tend to be a bit of a nervous Nellie and err on the side of caution. In my opinion, there’s no harm in keeping chemicals off my skin and out of my body, right?
So I ordered the Nourishing Day Cream. I was excited to add it to my daily skincare regime, but when I took the cream out the box I found another surprise. Take a look at the fine print at the bottom that lists what it’s missing. (Click on the image for a closer view.)
Do you see it? It lists ingredients the cream does NOT contain and the final one is “secrets.” Brilliant! I already felt good about the product I was about to put on my face neck and décolleté (More great copy found on the bottle. Doesn’t décolleté sound much more sophisticated than chest?), but the fact that the company calls out its transparency really drove them message home for me.
Beautycounter understands that more and more consumers appreciate knowing exactly what they are putting into their bodies, whether they are ingesting it in a meal or slathering it on their skin.
As PR professionals we love critiquing copy. The good, the bad and the ugly. Check out some of our other favorites here.
